| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 105 === Nowadays, more and more people use social media. The large population of social media attracted a lot of advertisers to invest this new advertising platform. This tendency made online advertising more diverse. This study wanted to understand the influence of advertising on social media. Because there was less researches to explore this topic. This research used advertising formats (Photo/Carousel/Video), promotions (Premiums/Price-offs) and product categories (Search product/Experience product) to examine the influence of advertising on the social media. This study examined the attitude toward the advertising, purchase intention and advertising recall to understand the effectiveness of advertising formats, promotions and product categories on social media. The results showed the advertising formats “photo” and “carousel” had better effectiveness than “video” on attitude toward advertising. Besides, search product (sports wristband) had better effect than experience product (facial cleanser) to result in different level of attitude toward advertising. Attitude toward advertising had main effect on purchase intention. For advertising recall, “video” would create better advertising recall than “photo” and the promotions price offs would cause better advertising recall then premiums.
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